Capturing the emerging zeitgeist

This paper explores a major issue facing many brands and organisations; the need to stimulate fresh thinking and prepare for tomorrow's market.

Capturing The Emerging Zeitgeist: Aligning The Mirror To The Future

Simon CloughMGN andLyn McGregorIndependent Consultant

Introduction

The issues faced by MGN and Added Value were of the type where traditional research tends to fall flat on its face how to re-position the brand to meet both the current and emerging future needs of its audience. MGN and Added Value worked closely together to create an innovative approach to help resolve this issue that involved semiotic interpretation of cultural stimuli, in-depth qualitative research and consumer video. Combining these techniques in a bespoke package proved invaluable in...

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